Pur4000 Exam #4

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Systematic gathering of info to describe and understand situations and check assumptions

Back 1

Research

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Importance of research:

Back 2

an attempt to reduce uncertainty

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Research responsibilities:

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-creating two-way channels of communication
-situation analysis
-SWOT analysis
-communication audits
-problem statements

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create _____ of ____-____ ________ between the organization and its publics so that we can receive, construct meaning from, and respond to messages

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channels of two-way communication

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Use research to define problems in specific and measureable terms

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create a problem statement

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Problem statements:

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-written in present tense
-fully describe the current situation
-use specific & measurable terms
-do not imply a solution

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everything we know about the situation (unabridged)

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situation analysis

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external factors of situation analysis:

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-the history of the situation
-stakeholder analysis

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internal factors of situation analysis:

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-our policies, procedures and actions related to the problem situation
-communication audit

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a snapshot of the current environment- summarizing the situation analysis.

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SWOT analysis

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SWOT analysis:

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-strengths
-weaknesses
-opportunities
-threats

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Informal methods:

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-Random Sample
-Your sample may not accurately represent the larger group
-Help us explore and detect problems
-Easier and cheaper

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Formal methods:

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-Representative sample
-Sample is likely to represent the larger group
-Expensive and lengthy
-Allows us to use inferential statistics
-Needs clearly established research objectives

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Making strategic decisions about what will be done in response to or anticipation of a problem or opportunity

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planning and programming

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What can go wrong if the step of planning and programming is skipped?

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it can invalidate other efforts and often creates new PR problems

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predicting a desired future state, determining what will help and hinder getting there, and formulating a strategy for achieving it

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strategic thinking

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determines the goals, plans actions and allocates resources

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strategy

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making decisions about goals and objectives, identifying key publics, and determining strategies

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strategic planning

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Elements of a PR plan:

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-goals
-objectives
-strategies
-tactics

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generalized statement of desired outcome

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goal

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specific milestones that measure progress towards goal

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objective

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the overall concept or general approach you’ll take

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strategy

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the specific actions taken to achieve your objectives

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tactic

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Qualities of a good plan:

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-A good plan supports a specific goal of your organization
-A good plan stays goal-oriented
-Is realistic
-Is flexible
-Is a win-win proposition
-Must be effectively sold

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Types of PR plans:

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1. Ad Hoc Plans
2. Standing Plans
3. Contingency Plans

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describing a range of possible future states

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Planning Scenarios

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Categories of crises:

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-immediate crises
-emerging crises
-sustained crises

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must work out a general plan in advance for how to react

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immediate crises

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challenge is to convince top management to take corrective action before it erupts

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emerging crises

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require diligent PR!

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sustained crises

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common mistakes responding to a crisis:

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*Hesitation-
*Obfuscation-
*Retaliation-
*Prevarication or equivocation-
*Pontification-
*Confrontation-
*Litigation-

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Qualities of good objectives:

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Specifies a target audience
State a specific outcome
State a specific, measureable change
-Sets a target date
-Specifies one of three outcomes:
1. Knowledge
2. Opinion
3. Behavior

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“In all such setting and outcomes, there are winners and losers. More and more, it is the ability to control information and its flow that determines who is which.”

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-Jarol B. Manheim

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“Words are merely words, and they can be purely cosmetic if they aren’t backed by convictions, actions and policies.”

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-Harold Burson

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-Action Strategy: (open system response)

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-Changes in policies, procedures, products, services, behavior.
-Adjustment and Adaption within the organization.
-Change within is possible and likely.
-Changes result in win-win for you and audience.
-You plan to clean up your act, not just your image

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-Communication Strategy: supports the action strategy by:

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1.) informing publics of the action.
2.) persuading them to support/accept the action
3.) instructing how to translate intention into action.

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Effective communication must be designed for a specific situation, time, place and audience

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framing the message

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Framing the message for the media:

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Associated press style guidelines
-News Values:
-Impact
-Proximity
-Timeliness
-Prominence
-Uniqueness
-Conflict
-Currency

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process by which new ideas spread to members of a social system

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Diffusion

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Diffusion process:

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1.) Knowledge: people learn about it
2.) Persuasion: potential adopters develop interest and seek info.
3.) Decision: potential adopters adopt or reject after weighing merits
4.) Implementation: those willing to try to do, usually on a small scale.
5.) Confirmation: adoption is either reinforced or reversed based on the evaluation.

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Major reasons campaigns fail:

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1.) Hard core of chronic “know-nothings”
2.) Interested people acquire the most info and most people aren’t interested
3.) People seek info compatible with prior views.
4.) People interpret info differently.
5.) Into foes not necessarily change attitudes

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Implementing the strategy: Seven Cs of PR:

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1.) Credibility: info must be credible to the person who it is about.
2.) Context: relates to the world around it.
3.) Content: written where they can understand it and it matters to them
4.) Clarity: simple terms that meant the same thing to all people
5.) Continuity and Consistency: must be repeated over and over.
6.) Channels: choosing the right way to deliver the message.
7/) Capability of the audience: we have to take into account the capability of the audience.

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Increasing our chances for success:

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1.) When planning the campaign, assume most will have little or no interest in your issue.
2.) Set specific objectives that can be reasonably achieved
3.) Delineate specific target publics

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4 fundamental facts about framing the message:

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1. You’re talking to people
2. People pay closer attention to messages they agree with or have a stake in
3. Media create distinctly separate communities.
4. Media have a wide variety of effects on audiences.

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Messages are framed to be:

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1.) newsworthy
2.) understandable
3.) immediately actionable

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designed for a specific and temporary situation

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Ad Hoc Plan

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on-going and long term relationships; always in danger of standing too long; can become stale

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Standing Plan

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"what-if"

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Contingency Plan

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Always go for what 3 planning scenarios:

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1. high ground
2. middle ground
3. low ground

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quick response matters; leads to public perception of confusion, callousness, incompetence, or lack of preparation

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hesitation

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act of muttling; bad resonse; "beating around the bush"; perception of dishonesty and insensitivity

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obfuscation

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trying to get back; increases tension and intensifies emotions rather than reducing them

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retaliation

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shift in words; try to mislead; biggest problem- nothing substitutes for the truth

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prevarication or equivocation

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responding with arrogance; create vulnerability by taking a high-handed approach without dealing with the issue at hand

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pontification

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denying the issue; responding with anger; keeps the issue alive, giving them more to respond to

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confrontation

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responding with legal action rather than public reactions; guarantees even greater visibility and may eliminate more reasonable solutions

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litigation

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Steps to take to succeed in the PR field:

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1. Reputation
2. Know the professional organizations
3. Start experiencing now
4. Tune in to current events
5. More than just a degree

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the direction in which the PR industry is headed (trends):

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-struggle for credibility
-field is gaining respect and challenging conventional wisdom
-greater integration
-greater accountability
-targeting
-rapid response
-growth

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Professional PR associations:

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-The Public Relations Society of America
-The Florida Public Relations Association

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Public Relations Society of America

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-national
-world's largest PR association
-32,000+ members, 100 chapters, 19 special interest groups
-300 student chapters

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vision of PRSA:

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-to unify, strengthen, and advance the profession

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PRSA builds value, demand, and global understanding for PR by:

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-advancing the profession
-strengthening the society
-establishing global leadership

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What does PRSA do for you?

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-advocate for the profession
-research
-networking and professional development
-educational initiatives
-strategic planning
-job placement

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Florida Public Relations Association:

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-statewide
-oldest PR organization in the U.S.
-founded in 1938 by John Dillin, Publicity Director Miami Beach Chamber of Commerce
-held clinics
-state universities got involved- beginning of PR education in FL

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Florida Public Relations Association today:

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-more than 1500 members
-student chapters at 10 universities (UCF's is the largest)
-Both FPRA and PRSA offer Accreditation- the APR Exam

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research conducted before and during implementation to inform planning and program adjustments

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formative research

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research conducted postprogram to assess progress and to document program impact

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summative reasearch

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Overcoming barriers to research:

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1.understand communication, media effects theory, and audience effects
2. understand the difference between processes (effort and outputs) and outcomes (impact and effects)
3. have "SMART" objectives
4. be numeric as well as rhetorical

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To overcome obstacles and secure management support for evaluation, public relations managers must implement 10 steps:

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1. establish agreement on the uses and purposes of the evaluation
2. secure organizational commitment to evaluation and make research basic to the program
3. develop consensus on using evaluation research within the department
4. write program objectives in observable and measurable terms
5. select the most appropriate criteria
6. determine the best way to gather evidence
7. keep complete program records
8. use evaluation findings to manage the problem
9. report evaluation results to management
10. add to professional knowledge

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3 levels of program evaluation:

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1. preparation/inputs
2. implementation/outputs
3. impact/outcomes/effects

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assess the quality and adequacy of the information used to develop the program strategy and tactics

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preparation evaluation

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monitors the effort and progress as the program unfolds

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implementation evaluation

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documents the consequences of the program and provides feedback on the extent to which objectives and goals were achieved

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impact evaluation

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If your summative research does not show evidence of program impact, what are the three possible ways to interpret that data?

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1. the theory behind the strategy was faulty
2. program failure: errors made when preparing and/or implementing the program
3. evaluation methods did not detect the program impact

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goal of research:

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to learn what has worked and what has not, and if not, why, as well as what should be done

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a process the result of which is positive relationships that lead positive behavior

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Public Relations

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the management function that establishes and maintains mutually beneficial relationships between an organization and its publics

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Public Relations

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overall goals of the organization

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organizational goals

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address the relationships needed to meet your organizational goals

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PR goals

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Once there is an objective, you must create a __________ to achieve it.

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strategy

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Strategies resemble _______ ______; that is why they always begin with ________.

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active verbs; commands

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Surviving depends on accurate __________ and __________.

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anticipation and planning

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Most practitioners will use _______ as a determinant to categorize crises.

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time

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A good plan supports a ________ _____ of your organization

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specific goal

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info must be credible to the person who it is about

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Credibility

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relates to the world around it

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Context

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written where they can understand it and it matters to them

Back 87

Content

Front 88

simple terms that meant the same thing to all people

Back 88

Clarity

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must be repeated over and over

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Continuity and Consistency

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choosing the right way to deliver the message

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Channels

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we have to take into account the capability of the audience

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Capability

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people learn about it

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knowledge

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potential adopters develop interest and seek info

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persuasion

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potential adopters adopt or reject after weighing merits

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decision

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those willing to try to do, usually on a small scale

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implementation

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adoption is either reinforced or reversed based on the evaluation

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confirmation